Let's get conversational: 9 ways to transform your CX with messaging 1

Let’s get conversational:9 ways to transform your CX with messaging

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The messaging revolution

Conversational business is here

Transform support

Deliver omnichannel customer support

Embed modern messaging into your website and apps

Help customers take action inside the conversation

Integrate chatbots for self-service at scale

Start the conversation with your customer

Bring anyone into the conversation

Speak your customer’s language

Share conversations with anyone in your business

Control the flow of the conversation

Table of contents

Let's get conversational: 9 ways to transform your CX with messaging 3

The messaging revolutionOver the last decade, messaging has fundamentally

changed the way we interact with friends and family

in our personal lives. Messaging apps like Facebook

Messenger and WhatsApp have made it easy to

connect with anyone, anywhere in the world, and

share meaningful content with the people we care

about most. Unlike live chat, messaging is designed

for rich, continuous, and convenient digital

relationships.

But the messaging revolution has transformed

customers’ expectations. Consumers globally now

expect to be able to engage with brands with the

same richness and convenience they’re used to in

their personal lives.

Brands are paying attention, and are looking to use

messaging to build more personal relationships with

their customers. That means being available on

every channel customers already use and making

every interaction feel personal and effortless. With

this new global demand for business-to-consumer

messaging, companies like Facebook, Google, and

Apple are all racing to deliver messaging offerings

designed for businesses.

consumers want to message with brands.

Source

With every new channel customers use, brands need

a way to continue to deliver a seamless customer

experience. Richness and connected customer data

can give your customer a complete picture of their

relationship with your business. Imagine if your

products, customer orders, and more could be

delivered to customers as part of an interactive

in-app experience.

Rising customer expectations are driving businesses

to seek a new kind of messaging solution to engage

with customers. To meet these expectations and

future-proof, brands are turning to integrated

messaging platforms that make it easy to deliver the

best experience wherever customers are. These

platforms unify messages from every channel into

one continuous conversation and give developers

the tools and flexibility to create messaging

experiences that scale. The results? Increased

engagement, higher customer satisfaction, and a

conversational relationship with each customer.

9/10

Most popular messaging apps by monthly active users (in millions)

WhatsApp 2000

Facebook

Messenger1300

WeChat 1133

QQ Mobile 808

Snapchat 314

Telegram 200

Let's get conversational: 9 ways to transform your CX with messaging 4

Conversational business is hereConversational business is driving brands to

interact with customers in a whole new way.

Messaging-driven customer engagement yields

greater convenience and flexibility for both agents

and customers who can pick up and respond at

their leisure.

Beyond reducing operational overhead, leading

brands who introduce automation, chatbots, and rich

messaging are driving customers to self-serve and

take action all on their own - right from the

messaging interface. With conversational business,

brands are empowered to go beyond support and

create new opportunities for customers to engage,

convert, and transact using messaging

Unlock conversational CX with an open messaging platform

Sunshine Conversations is the world’s most

advanced messaging platform for conversational

business. With the platform, you get a single API that

unifies messages from every channel under a single

customer profile and conversation. With powerful

SDKs for web and mobile, you can also build modern

in-app messaging on any device to drive more

conversational engagement within the products and

services your customers use every day.

Sunshine Conversations is open and flexible, so you

can enhance the out-of-the-box experience with

automation, chatbots, and extensions that go

beyond the conversation window. Then bring any

business person or system into the thread with a

shared view of the customer. With a single view of

the customer conversation, you can harness the

power of conversational data to transform support

into conversational business at every step of the

customer journey.

Here are 9 ways you can use an open messaging

platform like Sunshine Conversations to transform

support into conversational business.

Let's get conversational: 9 ways to transform your CX with messaging 5

01Transform support into conversational business with Sunshine Conversations

Siloed conversations across your website,

mobile apps, and social channels make it hard

to identify customers when they reach out.

Without a single view of the customer conver-

sation, customer engagement teams are miss-

ing valuable context at every touch point.

With Sunshine Conversations, customers can

reach you on their favorite channel and seam-

lessly switch between channels at their own

convenience. A unified API that connects to

dozens of the world’s most popular messaging

channels also means your messaging strategy

is future-proofed. Easily add channels as you

scale, and keep a single record of the custom-

er conversation.

For example, media & entertainment

companies can give customers the

freedom to contact support about

their favorite streaming service from

any app or device. With Sunshine

Conversations, agents can pick up

the conversation and see

connected, historical messages from

every channel helping resolve

issues faster.

Financial services companies can

start conversations on public

channels like Facebook Messenger.

Then, before information about

personal or regulated financial

information is exchanged, customers

can be transferred to native

messaging on a brand’s website or

mobile app for complete end-to-end

encryption and compliance.

Deliver omnichannel customer support

Let's get conversational: 9 ways to transform your CX with messaging 6

02Embed modern messaging into your website and apps

Customers have come to expect that a brand’s

website and apps provide the same type of

rich messaging experience like that of industry

leaders like Facebook Messenger and Apple

Business Chat. This means that your digital

properties should be able to deliver a per-

sistent, asynchronous conversation that goes

beyond texting.

With Sunshine Conversations, you get the

latest and greatest messaging trends built

natively on SDKs for your website and apps.

Now you can deliver persistent, asynchronous

messaging on the web, Android, and iOS using

read receipts, typing indicators, and rich con-

tent types such as GIFs, quick replies and

location sharing.

For example, telecommunications

providers can provide greater

convenience to customers with a

modernized customer experience

on their website while optimizing

staffing levels. Customers can have

ongoing conversations about new

services or to get help, where

expected response time is no longer

immediate.

App makers can embed messaging

directly into their product to make it

easy to get support. The entire

conversation history is always

available, and being able to send

pictures and links to help articles

helps makes troubleshooting easier

for both parties.

Let's get conversational: 9 ways to transform your CX with messaging 7

03Help customers take action inside the conversation

Session-based chat makes it hard for custom-

ers to do anything beyond getting answers to

basic inquiries in-the-moment. Today’s custom-

ers are looking for chat experiences that allow

them to self-serve while doing more across the

entire customer lifecycle.

With Sunshine Conversations, you get access

to rich message types like carousels, forms,

and picklists and developer tools to create

embedded experiences that help customers

take action across the customer lifecycle.

Go beyond the conversation window with

webview-based extensions that help custom-

ers book reservations, make appointments,

and complete payments without ever leaving

the messenger.

Online retailers can create apps for

customers to chat with stylists,

where they can view carousels of

personalized outfits and accessory

recommendations. Then, customers

can complete their purchase inside

the conversation driving in-app

revenue.

Restaurants can give customers the

option to book a reservation date

and time with pick lists and quick

replies. Customers can even select

their table type and specify seating

location preference using lists and

forms.

Let's get conversational: 9 ways to transform your CX with messaging 8

04Integrate chatbots for self-service at scale

The rise of chatbots and AI has unlocked a

major opportunity for businesses to automate

and streamline their customer interactions as

they grow. Without these tools, companies are

missing out on the chance to automate low

complexity tasks, drive down operational

costs, and let agents focus on the hu-

man-to-human conversation.

Sunshine Conversations lets you integrate AI

and chatbots into your messaging apps to

deliver automated, yet personalized experi-

ences that set your digital experience apart

from the rest.

The Conversations API gives you the power

to leverage third party data so to put

conversations in context and deliver

self-service at scale.

Financial services providers can

integrate chatbots into their

websites and native apps that help

customers perform routine tasks

such as verifying their account

balances, making payments,

transferring money, and even

reviewing their online credit score.

Insurance companies can using AI

and bots to help customers build car

insurance quotes based on inputs

gathered from the conversation,

such as vehicle info, mileage, driving

history, and driver’s license.

Let's get conversational: 9 ways to transform your CX with messaging 9

05Start the conversation with your customer

In the digital age, customers are distracted and

it can be hard to drive engagement across the

customer lifecycle. Businesses need access to

tools that get them ahead of customer issues

to promote and build customer loyalty.

Sunshine Conversations lets you start a

conversation with your customer and automati-

cally route messages to their preferred chan-

nel. Drive customer engagement and satisfac-

tion with personalized messaging touch points

across the customer journey, whether you

have one or many customers.

Telecommunications providers can

prevent escalations by proactively

notifying customers of data

overages and drive additional

revenue with upgrade options. They

can also proactively advise

customers about service-impacting

interruptions or upcoming and

overdue payments.

Online retailers can use outbound

messaging with their customers to

deliver personalized promotions and

bring them back to the shopping

cart to complete a transaction.

Let's get conversational: 9 ways to transform your CX with messaging 10

06Bring anyone into the conversation

Modern customer relationships are complex

and often include multiple parties inside and

outside the business. Marketplaces and gig

economy companies have emerged creating a

demand for connecting buyers and sellers,

supporting groups of customers, and driving

complex collaboration across internal teams.

With no way to bring fragmented one-to-one

conversations together, customers and busi-

nesses alike are left in the dark.

With Sunshine Conversations, you can bring

everyone into a single conversation with the

richness of modern messaging. Multiparty for

Sunshine Conversations manages participants

and monitors conversations to give you full

control over every multi-sided customer

support issue.

Marketplace companies can connect

buyers with sellers and riders with

drivers—all while allowing your

business to actively or passively

monitor conversations, intervening

when necessary to handle

escalations and disputes.

Finance companies can connect

brokers or portfolio managers with

customers on any channel. With

Multiparty for Sunshine

Conversations, you can own both

sides of the conversation and

access it at any time for reporting

and compliance.

Let's get conversational: 9 ways to transform your CX with messaging 11

07Speak your customer’s language

Globalizing customer support in every lan-

guage customers speak can be challenging.

Businesses need to be able to clearly under-

stand the context and intent of each customer

issue to deliver a transparent and seamless

customer experience.

With Sunshine Conversations, businesses can

translate and enrich messages with valuable

context on the fly to streamline each support

interaction. Integrate third party services such

as two-way language translation and intent

detection to predict customer sentiment and

understand what your customer is really saying

behind every message.

Hospitality companies and hotel

chains can translate messages from

international travelers in real time to

give hotel staff context and

convenience of responding in the

local language.

Telecommunications providers can

use natural language processing to

understand customer sentiment and

recommend best next actions or

automatic escalation to reduce

likelihood of churn.

Let's get conversational: 9 ways to transform your CX with messaging 12

08Share conversations with anyone in your business

The explosion of new channels and business

software for customer engagement has made

it hard for brands to understand the relation-

ship with their customers. As businesses scale,

this approach creates conversational siloes

that force customers to repeat themselves and

leave sales, support, and marketing teams on

different pages.

Sunshine Conversations unifies conversations

across multiple channels, provides a holistic

view of the customer, and lets you share cus-

tomer information across your business. Main-

taining a persistent conversation thread means

teams always have access to the data needed

to improve customer experience and reduce

unwanted friction.

Banking companies can keep track

of customers as they reach out for

support across a variety of different

channels such as WhatsApp,

Facebook, and the web. Depending

on context, a customer inquiry about

mortgage rates can be routed to

either sales, marketing, or support,

but persist as part of a continuous

conversation with the entire

business.

Retail and manufacturing companies

can use messaging to give

customers updates as orders make

their way through the value chain.

Then, if customers reach back out

with a problem, everyone has a view

of each message sent along the

customer journey for simplified

resolution.

Let's get conversational: 9 ways to transform your CX with messaging 13

09Control the flow of the conversation

As brands introduce chatbots, automation, and

multi-department messaging infrastructure,

controlling each customer conversation be-

comes a challenge. Businesses need a way to

centrally define rules of engagement, and

streamline handoffs between teams and auto-

mation across systems for a more streamlined

customer experience.

With Orchestration for Sunshine Conversa-

tions, you can centrally design and manage

the conversational journey between bots,

channels, and all your customer engagement

software. Use keywords, conditional logic, and

sentiment to create a next-generation messag-

ing experience that’s as seamless as it is

personalized.

E-Commerce providers can use bots

to deflect routine tickets, then route

higher-touch inquiries — complete

with conversation history — to a live

salesperson for help. Then,

conversational context can update

customer segments so marketing

teams can build more targeted

upsell campaigns.

Delivery and logistics companies

can use event-based data to know

the exact location of an order and

automatically escalate conversations

to the right team, such as restaurant

staff or an assigned delivery driver.

Let's get conversational: 9 ways to transform your CX with messaging 14

Ready to begin your journey into conversational business?Learn more at www.zendesk.com/conversations

Read our state of messaging report